Executive Summary

The Demand Generation Plan for Foosty aims to drive user acquisition and engagement through targeted marketing strategies, promotions, and partnerships. By leveraging various channels and tactics, the goal is to increase brand awareness, attract new users, and encourage repeat usage of the app.

1. Market Analysis

Target Audience

• Urban residents, working professionals, and students aged 18-45.
• Food enthusiasts seeking convenient and diverse dining options.
• Initial focus on metropolitan cities with high smartphone penetration rates.

Competitor Analysis

• Identify key competitors in the food delivery space.
• Analyze their market share, pricing strategies, and promotional tactics.
• Determine areas of differentiation and competitive advantages for Foosty.

2. Objectives

1. Acquire New Users: Increase app downloads by 30% within the first quarter.
2. Drive User Engagement: Achieve a 20% increase in daily active users (DAU) by implementing gamification features.
3. Boost Conversion Rates: Improve the conversion rate from app download to first order by 15% through targeted promotions.
4. Increase Customer Retention: Enhance customer retention by 25% through loyalty programs and personalized offers.

3. Strategies and Tactics

a. Digital Marketing

• Search Engine Optimization (SEO): Optimize app store listings with relevant keywords and compelling descriptions.